Behind every Lindt creation is a passionate and experienced Master Chocolatier. They are the face of the premium brand and captivate the world every day with fine Swiss chocolate.
The warm light, the velvety shimmering chocolate in the copper kettles, the friendly smiling ladies and gentlemen under white starched hats swinging the artistically turned golden whisk and that music sounding softly from the background… did you know who it was, at the latest by the third line? Of course, the Lindt Master Chocolatiers. The Master Chocolatiers have been creating premium chocolate products since 1845 and have also been representing brand advertising in public for 25 years. For the majority of consumers, the ladies and gentlemen in their white uniform with the iconic whisk embody the Lindt brand. The figure of the Master Chocolatier – portrayed by several Chocolatiers around the world – has only been successful over such a long period of time because the brand is managed consistently. It blends tradition with both innovation and exclusivity. The marketing strategy knows how to skillfully combine the Lindt brand and its values, for which the Group stands, with the image of the Master Chocolatier and bring them to life all over the world.
The brand’s positioning is based on the Masters, who define the communication and design for Swiss premium chocolate products with their craftsmanship. It is precisely this consistent presence as ambassadors for expertise and quality that has built up the strong brand image and its authenticity over the decades.
Since Lindt & Sprüngli was founded, its brand essence has been based on five strong values: quality, expertise, Swissness, creativity and innovation. A quarter of a century ago, Lindt & Sprüngli breathed life into its corporate values by launching the Lindt Master Chocolatiers into advertising and gave them an unmistakable, and indeed even a very personal face. As defining advertising figures, they embody ideally what Lindt has stood for from the very beginning, convey a uniform brand image around the world and in the meantime, have become incomparable advertising icons.
Our global Lindt Master Chocolatiers
Lindt Master Chocolatiers are traditionally trained Chocolatiers and as such also work in product development on a daily basis at Lindt & Sprüngli. With unrivaled expertise, they experiment, taste and create each product lovingly by hand first. Because each product development at Lindt & Sprüngli always begins with the expertise and craftsmanship of the Chocolatier.
In their advertising campaigns as well as their work in the Lindt Shops, their passion for the profession is palpable, flowing into the development of recipes for new creations – as is similarly their expertise and craftsmanship, and their clear commitment to top quality.
“The world is full of flavors and a veritable treasure trove of new taste experiences and extraordinary ingredients for our chocolate creations.”
The fusion of both worlds works. It’s really something to behold when consumers meet a Lindt Master Chocolatier during publicity shots at the Lindt Shop in Kilchberg. Children look at them with wide eyes as if they had just met Santa Claus in person. Adults – although they initially connect with a feel-good atmosphere and family traditions – also quickly see the Chocolatier, the expert. Usually, a discussion arises about particular chocolates and quality aspects that only a Lindt Master Chocolatier with their professional qualifications could hold. The Master Chocolatier thus strengthens consumers’ long-term trust in the Lindt brand. This trust is also completely reflected in the conscious enjoyment of Lindt products.
With Lindt Master Chocolatiers as brand ambassadors, Lindt & Sprüngli has been able to build up a convincing and consistent brand image among consumers over the years. The accompanying credibility and authenticity have created a strong emotional bond with the company and its creations. The warmth and affection of the world of Lindt Master Chocolatiers has always been, and remains today a defining advertising element in the global growth strategy of Lindt & Sprüngli initiated 30 years ago. The Master Chocolatiers also play a key role in the development and expansion of the Group’s Global Retail organization store network. They bring the premium brand Lindt to life in more than 500 Lindt Shops around the world. Visitors to the shops are always particularly fascinated by the fact that they are able to watch over the shoulders of the Master Chocolatiers as they develop their creations and exchange ideas with them in person.
Passion Competence Quality
Today, the Lindt Master Chocolatiers team is international and diverse. The Master Chocolatiers at the twelve production sites around the globe come from a wide range of fields and have different perceptions of taste that are culturally influenced. Their origin, experiences and diverse ideas are an inexhaustible source of inspiration for constant new creations and culinary experiences. What unites them is their passion for the profession, their high standards of premium quality and their close ties to the home of the Lindt Master Chocolatiers in Switzerland, which is always the source of innovation for the Lindt & Sprüngli Group.
“Our attention to detail and passion for craftsmanship should be reflected in every praliné, as well as in the manufacture at all of our twelve production sites.”
Ghirardelli
The acquisition of the traditional American chocolate manufacturer 25 years ago laid a solid foundation for the successful expansion of Lindt & Sprüngli into the North American market. A long history, high quality standards and strong innovative capacity connect the two companies.
Attraction Experience Tradition
Lindt & Sprüngli’s expansion has been following a clear strategy for 30 years – to develop the Group into a global premium chocolate company, to achieve market leadership in all key markets and to create profitable growth. The geographic expansion, based on a well-established and profitable European business, envisaged from the outset growth through its own strength, based on its own sales companies, and at the same time through acquisitions.
Plans to tap into new high-growth markets initially focused on those with an established chocolate tradition. Then as now, the most important pillar of the global expansion strategy was the American market. Back in 1987, Lindt & Sprüngli set up a production site in Stratham, New Hampshire, where it subsequently opened its first Lindt Shops.
In order to establish the Group in the world’s largest chocolate market, Lindt & Sprüngli acquired the most traditional chocolate company in the USA a quarter of a century ago. The acquisition of the Ghirardelli Chocolate Company in San Francisco, founded in 1852, was the decisive strategic step in exploiting the growth potential.
The company’s founder, confectioner Domenico Ghirardelli, emigrated from Italy to America in the mid-19th century. At the time of the Gold Rush, he settled in the hinterland of San Francisco and provided the gold miners there with supplies, as well as candy, from his colonial goods store. Shortly afterwards, he opened the second chocolate factory in – still young – American history in San Francisco.
What unites the two Groups and made Ghirardelli an ideal addition to the portfolio is their pioneering spirit, long tradition, high quality standards and strong innovation capability. The acquisition has enabled the Lindt & Sprüngli Group to attain top position in the premium quality chocolate market in the USA.
Ghirardelli Squares, launched in 1999 and now Ghirardelli’s bestseller, made an important contribution to this achievement. The chocolate Squares, which are available in a variety of fillings, are – in terms of success – so to speak the American counterpart to the Lindor truffles. They are named after Ghirardelli Square, the historic location of the chocolate manufacturer in San Francisco’s waterfront district. For 100 years, the bright sign with the Ghirardelli logo, visible from afar, has been welcoming ships’ passengers on their journey through the Golden Gate Bay.
- 1852 Domingo Ghirardelli opens the first candy store “Ghirardely & Girard,” laying the foundation for what is now the Ghirardelli Chocolate Company in San Francisco.
- 1893 After handing over the business to the sons in 1892, the Group purchases the “Pioneer Woolen Building” and relocates its production to its current location at Ghirardelli Square.
- 1923 The now famous neon sign “Ghirardelli” is installed and glows visibly for miles directly on the Golden Gate Strait.
- 1965 The city of San Francisco declares Ghirardelli Square as a landmark of the metropolis. In 1982, the Square was added to the National Register of Historic Places, the national directory of historical sites.
- 1998 Lindt & Sprüngli acquires Ghirardelli, the most traditional chocolate company in the USA.
- 1999 Ghirardelli launches today’s iconic “Ghirardelli Squares”, which with their delicate filling “make life a bite better.”
Ghirardelli Square, steeped in history, and now a prominent landmark in the cityscape as well as a tourist attraction, was added to the National Register of Historic Places 40 years ago. Since the 1960s, it has housed the “Original Chocolate & Ice Cream Store”. It is world famous for its hot fudge sundaes with home-made hot chocolate sauce. In addition, it tells the story of the long-established company as well as interesting facts about the beginnings of chocolate production.
“Ghirardelli – Makes Life a Bite Better – since 1998 together with Lindt & Sprüngli.”
In May 2022, the “Chocolate Experience Store” located on the same site was revamped. Originally a spinning mill operated in the brick building of 1864, and Ghirardelli moved his four production sites there at the end of the 19th century. When the company headquarters and chocolate production were relocated to San Leandro in the early 1960s, far-sighted investors preserved the site in its original form and converted it into a shopping and entertainment district.
The ongoing complete renovation to mark the 170th anniversary of Ghirardelli combines the historic building structure with modern elements. The original red brick buildings and wooden vaults are matched with the creative tiling work of a local producer. The golden eagle, which has always been the Ghirardelli logo, is embedded in the floor. The walls are decorated with murals and advertising posters from the time of the company’s foundation.
Attraction Experience Tradition
In the “Chocolate Experience Store,” visitors can watch the Ghirardelli Chocolatiers making the legendary Hot Fudge – a melt-in-the-mouth delight made from chocolate, milk and vanilla – and then enjoy it straight away on a Hot Fudge Sundae with a breathtaking view over the bay. For enjoyment at home, a beautiful metal tin with a selection of 40 varieties of Ghirardelli Squares from the largest Pick & Mix counter is ideal.
“Ghirardelli makes life a bite better” is the slogan of the traditional chocolate manufacturer. This brand promise is conveyed not only by the new flagship store in San Francisco, but also by the experience at the other 13 Ghirardelli stores, including at Disney World, Florida.
Explore the
Chocolate
Experience Store
Ghirardelli also makes life a bite better for amateur bakers, bakeries and restaurateurs with cocoa and chocolate ingredients as well as baking and dessert recipes. With its unbroken innovative strength, the long-established company has thus been defending its leading position in the American chocolate and baking industry for years.
The latest figures once again prove the success of Lindt & Sprüngli’s expansion strategy into the North American market. In addition to the Ghirardelli and Lindt brands, the traditional company Russell Stover, acquired in 2014, also makes a contribution to this. As a result, the growth prospects for premium chocolate products in the world’s largest market remain intact in the long term.
